VMSD - March 2013 - (Page 28)

AMERICAN DREAM The new American Family Insurance store encourages people to contemplate their futures. By Steve Kaufman, Editor at Large Woody Allen used to joke: “There are worse things than death. Have you ever spent an evening with an insurance agent?” In its first-ever flagship “store,” American Family Insurance (Madison, Wis.) is trying to reverse that notion. The concept, called DreamBank, portrays the insurance experience not as a boring discussion of earned premiums, deductibles, residual benefits and renewal options, but rather as an interactive opportunity to imagine your future and realize your dream. It’s based on the company’s current marketing campaign, called “Protect your Dream,” proclaiming that insurance is not a policy you’re buying but a life’s plan that you’re managing. 28 MARCH 2013 | vmsd.com “You can buy insurance there,” says George Waite of Chute Gerdeman (Columbus, Ohio), program manager on the project, “but this flagship is more about enhancing the brand and explaining the role that various forms of insurance planning can play.” The space is in a 19th Century building on a square in the center of Madison, across the street from the state capitol. Originally a bank, it’s predictably solid and imposing. But Chute Gerdeman designers created a warm, colorful and inviting experience without disturbing the historically protected architectural bones. They even turned an old bank vault and its 4-ft. concrete walls into a “dream vault,” where visitors http://www.vmsd.com

Table of Contents for the Digital Edition of VMSD - March 2013

VMSD - March 2013
Contents
From the Editor
VMSD Editorial Advisory Board
The Goods
Sushi Stunner
Jump Start
American Dream
Balance Beam
Pills Plus
Showroom
Ad Index
Checking Out

VMSD - March 2013

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